Tesco Scan as you Shop devices are set to provide advertisements based on a consumer's location within the store. The retail chain has dubbed the new technology "in-store Scan as you Shop geo-targeting," claiming it is the first to provide location-relevant ads on its proprietary self-scanning devices.
“This means you’re going to be able to target customers in proximity to an aisle, to a shelf, as they navigate their way around the store,” explained Lee Roberts, head of sales at Tesco Media & Insight Platform.
Scan as you Shop is available across 580 Tesco locations but requires a Clubcard for access. By optimizing in-store touchpoints, the brand encourages immediate engagement with relevant products, fostering a more interactive and personalized shopping environment.
“It improves your existing Google search strategy by creating more visibility,” Roberts said. “It has potential to drive sales and lift sales.”
Image Credit: Tesco
Why This Trend Is Growing
- Location-based Advertising
- Leveraging geo-targeting capabilities within stores to deliver dynamic and relevant advertisements helps create a personalized shopping experience for consumers.
- Enhancing In-store Engagement
- Optimizing physical touchpoints in retail environments offers real-time interaction opportunities, breaking traditional marketing barriers.
- Self-scanning Technology Integration
- Integrating self-scanning devices with targeted promotions based on shopper location can drive a higher engagement and quicker decision-making process.
Industries Being Reshaped
- Retail
- Geo-targeted advertisements can transform the in-store shopping experience and foster customer loyalty by providing tailored offers.
- Technology
- The integration of location-based advertisement technology within self-scanning devices signifies a leap in retail tech innovation.
- Marketing
- In-store geo-targeting presents marketers with new data-driven avenues to reach consumers right at the point-of-sale, enhancing campaign effectiveness.
